The film launches a new disruptor banking product aimed at East African millennials. The film depicts the lives of 7 millennials who, in the darkness of night, are working hard at their passion projects; a basketball player, a baker, a mechanic working on his rally car, a boat builder, an urban farmer attending to her rooftop garden, a fashion designer and a computer tech coding a robotic hand. The film depicts the passion, sacrifice and sweat going into their work. As the day breaks, we watch the transformation of the characters as they return to the mundanity of their day jobs and we can see how the energy and dark enjoyment is removed from their life. We realise how they work 9-5 but are truly living, 5-9. The soundtrack, which we wrote, composed and recorded, supports the visuals using motivational lyrics targeted at the market.

In Kenya, most millennials have dreams of escaping the rat race and chasing their own dreams, not the dream of a corporate middle manager. Almost every single person in the country has what is called a 'side-hustle'; a 5-9 passion or side project that they use to supplement their income or, even better, aim to get off the ground after hours until the business is good enough that it can sustain itself. This film pays homage to the side-hustlers and motivates the youth of Kenya to dig deep and push to make their dreams, their reality.